Facebook users on average share ten times more video than Twitter users, and video plays on tablets, mobile devices and connected TVs nearly doubled in Q4 2011 over Q3 2011. That’s according to Ooyala, a provider of digital video technology, analytics and services, which has just published its Q4 2011 Video Index report. “The dramatically increased engagement with IP-delivered video creates opportunities on a massive scale for publishers and brand marketers,” said Bismarck Lepe, co-founder and president of products for Ooyala.
The Video Index report reveals insights into video viewing behavior and engagement across the web, smartphones, tablets, social networks and connected TVs. Key highlights from the report, based on the viewing habits of 100 million views every month, include:
• Video plays on tablets, mobile devices and connected TVs nearly doubled in Q4 2011 over Q3 2011
• Both iPhone – boosted by the iPhone 4S release in October – and Android grew rapidly quarter-over-quarter in terms of videos played and hours watched
• Facebook users on average share ten times more video than Twitter users
• Video plays on Google TV grew 91% in Q4 2011 over Q3 2011
• Tablet viewers continue to be far more engaged than desktop viewers – they were 45% more likely to complete at least 75% of videos played, a reliable measure of engagement
“Understanding the changing dynamics of multi-device video consumption is key to delivering a more personalized experience for consumers while creating new revenue streams and growing audiences,” said Lepe. “While people are still watching much more traditional TV than streaming video, our data shows we’re on a clear and irreversible course toward an IP-delivered future. For example, looking at non-desktop video views, Q4 was the second straight quarter of nearly 100% growth. The Video Index also shows people are far more engaged on tablets, which are closer to TVs than they are to smartphones when it comes to viewing behaviour.”